With her shock of trademark red hair, Adriana is hard to miss in the sea of blue that is the denim industry. But her ideas about denim’s role in innovation and how the jeans industry must focus not on being “less bad” but rather on actually being “good” for the environment stand out even more. In her role as Denim & Sustainability Expert at G-Star, Adriana focuses on implementing her radical ideas.
Being a future-minded company, we also believe it is our responsibility to take the leadership within the denim industry. We continuously experiment and develop new sustainable design innovations using denim as our canvas. Our launch of world’s first Cradle to Cradle Gold Certified™ Denim Fabric and our Most Sustainable Jeans Ever in February 2018 represents a holistic approach to denim design and also serves as a stepping-stone towards a circular future in the denim industry – a future that’s based on Cradle to Cradle principles.